This has been the year when LGBT issues truly became part of
mainstream advertising. Even before the Supreme Court legalized
same-sex marriage nationwide and Caitlin Jenner announced her
transition on national TV, brands were ahead of the tide with
creative work and marketers quick to embrace these landmarks.
With the help of Joe Landry, exec VP-publishing of Here Media
(publisher of "Out" and "The Advocate"), Ad Age picked the 10 best
LGBT-themed spots of 2015.
In no particular order, here they are:
Tiffany and Co.: "Will You"
Tiffany Co: same-sex couple
The jewelry brand featured a same-sex couple on an engagement
ring campaign, way back in January, months before the Supreme Court
decision. "It was a perfect example of how the markets evolved and
how the LGBT community is woven into the fabric of the country,"
said Mr. Landry. See Creativity's coverage of the campaign
here.
Campbell's: "Your father"
This spot, mixing "Star Wars" mania and a real-life same-sex
couple, is an example of how creatives are using LGBT issues to
update their brand image, according to Mr. Landry.
Lexus:
#lexusinsideout
The automaker sponsored a webseries for "Out" magazine as part
of the "Out 100" event, where four of the honorees told their
stories of coming out.
Wells Fargo: "Learning Sign
Language"
This sweet video shows two women learning sign language to
communicate with their soon-to-be-adopted daughter is another
example of the prevalence of family values this year in LGBT
ads.
Clean and Clear: "Jazz
Jennings #seetherealme"
The skincare brand spot featured Jazz Jennings, a transgender
teen, as she shares her story about coming up and struggling to fit
in and find acceptance and happiness. "That was really bold", said
Mr. Landry.
Doritos: "Rainbow Chips"
Although Mr. Landry considers it more of a PR play than an
advertising campaign, the limited-edition chip bags distributed
during the Dallas Pride Parade in September earned a spot in our
top 10. See Ad Age's coverage
here.
Nordstrom: "The
Homecoming"
The department stores went all in for the LGBT community this
year (see Macy's below), with this spot from Nordstrom, where a man
comes home to his dog and partner just in time for the
holidays.
Absolut:
#loveislove
For this year's Pride month, the vodka brand shot this real-life
wedding proposal story between Paige and Amanda on the beach where
they first met. "Once again, the theme goes back to relationships,
love and family," said Mr. Landry.
Equinox:
#PoweredByPride
Also for Pride month, Equinox sponsored a mural in Williamsburg,
Brooklyn, featuring two men kissing. The public was encouraged to
share a photo in social media with the hashtag #PoweredByPride and
each time it was used the fitness chain donated $1 to charity.
Macy's: "I do" (print execution)
The Macy's I Do print campaign
Once more, a retailer bringing the message home that
relationships and family values should be within reach of all
people. "Who doesn't feel good about families?" asked Mr. Landry.
"When you include everyone, there is a long-term positive effect on
the brand."
